Now reviews become even more important as Google penalises paid links

4 March 2013

Google have shown their hand even more clearly in their quest for even purer and more reliable search results. This is something we have believed was their aim for a while now here at Feefo HQ. It’s now been confirmed in the guidelines for webmasters.

Google recently penalised Interflora for selling links on their site that pass page rank. Why should this matter? Well, in summary, a very high traffic site such as Interflora’s or one of the newspaper sites can add as much value to their advertisers through the page rank they pass as from the traffic the advertising provides. Google aren’t saying they can’t carry adverts, but they are saying that if they do, then they should be clearly marked as donotfollow links, so no page rank is passed. Google juice flows downwards. Links from high page rank sites passes down into lower ranked ones and adds credibility to them, in the same way as getting your article cited in Nature Magazine would add credibility to you as a scientific researcher.

So for the webmaster or an SEO expert it makes the work harder and harder as building links that carry juice is effectively now completely banned and despite Google not commenting as to why.

But this is also great news for reviews. Their importance has to taken a step up, as these real, live unedited reviewsprovide tons of user generated content, which is keyword rich. Whether the reviews themselves are passing juice is almost irrelevant, it’s whether the site has loads of good traffic that matters. Bigger better sites with lots of keywords, rank more highly. Sites with reviews that are unedited carry even more power again.

It’s our next bet that Google will begin to de-rank sites that use edited reviews. All these fishy reviews bring are disappointed customers who don’t come back to sites and buy again. Google measure this and as such will stop even allowing them to appear in their results.

Watch this space and if you’re not already, using Feefo reviews for your business, then call the sales team to find out more how quickly they can be deployed and help build your business, one review at a time.

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